First Twinkies, now Starbucks gift cards.

On Thursday, Starbucks unveiled 5,000 special edition $450 gift cards made of steel and sold only on Those sold out in less than one minute and now coffee — or steel, for that matter — aficionados are bidding more than $1,000 for the cards today on Ebay.

The steel card, which has a $400 value and costs an extra $50 to make, comes will all the benefits of the Starbucks gold-level membership card, like free refills and bonus gifts. Other than that, well, it’s pretty much a normal gift card … made of some shiny steel. executive vice president Jason Goldberger told USA Today that the card is all about exclusivity.

“When you’re waiting in line at Starbucks, the next person in line won’t have it,” he said.

Since this experiment is apparently going so well for Starbucks, will selling super premium cards become a model for other companies?

Previously on GeekWire: Starbucks vets emerge with 10 million for mobile payments startup Cardfree

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  • Guest

    Kudos to Starbucks on this successful merchandising opportunity! We’d like to see this continue — exploiting “exclusivity” helps to leverage Starbucks’s existing goodwill into assets that go to the bottom line faster than a venti Java Chip Frappuccino® Blended Beverage goes to my thighs!

  • guest

    “Those sold out in less than one minute …”
    Don’t think so, I bought one around noon the day they went on sale.

  • Lawrence Lam

    Dumb. I have a Gold Card but I use the app more than anything else.

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